Don’t assume that your product e-mail recipient remembers who you are



















If only I could remember what your service is about…

As a perpetual tester of tools, I receive quite a few of these. And I don’t care enough to find out – if I were going to be a user, I’d have remembered, right?

It’s frustrating but more importantly, it pains me because I’ve been on the other side. I’ve been guilty of sending newsletters and writing service emails without considering that the recipient doesn’t spend a big chunk of the day living this service. Open and click metrics don’t really tell you that they’ve forgotten your name.

People have countless brands clamoring for their attention every day. Just because they gave their email address doesn’t mean the lines of communication have been fully opened.

Sometimes, the message needs to start with a re-introduction.

Tone deaf emails are just sad.

User tests as a proxy for seeing through the eyes of a designer

Only pic I had.... that's Will, not Eiko.
Only pic I had…. that’s Will, not Eiko.

Last week, I had an exciting experience with a user test. It was a paper prototype test of a new online service with Eiko, AQ’s graphic designer. She was the most experienced testee out of half a dozen sessions. Come to think of it, this might have been the first user test that I conducted where the testee knew what a user test was. (Are there special protocols for that!?)

We did a scenario-based test where more screens were revealed to the user as time passed. Having been on the other side of the table before, Eiko knew exactly how to verbalize her stream of consciousness in a way that gave the most insight. She would share her immediate emotion and reaction, and then answer “why did I think that?” without being prompted. She basically did the user test on herself!

The way that Eiko was able to reverse engineer her reactions was eye-opening to me. With a designer’s ability to articulate the cause and effect of the visual design and copy, those 20 minutes of her talking out loud gave me a look into how a designer processes information.

Later on, I experimented with a silent user test on myself, with the first experience for an online service that I’d been meaning to try. I mentally recorded my stream of consciousness, and then backtracked to identify what it was that induced that thought or action. I found myself picking out interface details that I would have glossed over otherwise. More interestingly, some of those small discoveries connected in my mind as applicable design solutions for an unrelated service that I’d been thinking about lately.

Asking yourself “why did I think that?”, is a simple way to dig one level deeper. That in itself isn’t a novel idea, but somehow it clicked, in the shape of a user test.

Event notes: Study group “Lean UX Redux”

I went to Mixi’s office to attend “Lean UX Redux” [ja], organized by ShibuyaUX.

Inspired by Lean and Agile development theories, Lean UX is the practice of bringing the true nature of our work to light faster, with less emphasis on deliverables and greater focus on the actual experience being designed. Learn more.

ShibuyaUX is a study group consisting of UX people from the big domestic web service providers – Mixi, Rakuten, Gree, GMO etc. The group manages to cross the hurdle of being competitors by being a study group focusing on improving practitioner skills. They’re pretty active and have some kind of event every month or so, which is really great, since there’s no centralized hangout for digital agencies in Tokyo, online or offline.

After the after party
After the after party

In the first hour, four people presented their impressions and findings from Janice Fraser’s Lean UX workshop at ONLab a few months ago.

Presentation material here (all Japanese):

We split up into groups in the second hour and discussed how we could use Lean UX in our work, and then wrapped up with a quick presentation from each team. Long answer short, no one is quite sure!

How do you apply Lean UX in large organizations?

The main focus of our discussions turned out to be how everyone’s company is basically too big, too political or non-agile for Lean UX. And/or, our understanding of it is too shallow to be able to apply the approach in an effective way.

Is Lean UX possible within a waterfall dev culture? Okay, this wasn’t the way the question was asked, but it sums up the situation that many of the participants are in. Or maybe the question was really, what do you do when the UX team is struggling to attain influence within the organization?

“User centered design? We do CEO centered design!” It’s funny, but just for a second. Well, not even.

How to share the success stories of Lean UX with your boss, who has no UX experience This is related to the first topic and obviously not just a matter if Lean UX.

How to align existing user needs with long-term business strategy Someone asked, if management has ideas on business strategy that don’t align with spending a certain amount of resources on fixing the obviously-broken existing product, what’s a UX person to do?

We talked about how to show results and whatnot. I didn’t think my career management advice would be appreciated, so I bit my tongue. (Get on a team that’s working on a product that management gives a sh*t about :P)

How to apply Lean UX when there is already a backlog of development This one is quite interesting, since the question came from a small startup team that’s in the best position to try Lean UX, organization-wise. Not quite sure what the answer should be.

Lean UX Redux
Lean UX Redux

At the event, I got caught up in the whirlwind of organizational issues (because I certainly understand the bothersome constraints!) and then went home grumbling to Chris that it was the exact same conversation we had about agile development a few years ago.

Now that I’ve written up a lot of the discussion points, I think a majority of these concerns can be addressed fairly easily, by agreeing on KPIs with management. KPIs are the common language of the entire company – that’s the whole point! How you reach those KPIs is up to the UX team and then you sell, sell, sell internally.

Let’s put aside Lean UX for a moment, since whether there’s anything new here is up for debate… UX people should be focusing on KPIs more, period.

Update: Here’s a good reference! In Lean UX is not just for lean startups, Jeff Gothelf explains how large companies and agencies can benefit from the lean approach.

All in all

This was my first real foray into the “local” discussions about user experience and I’m very curious to see what else is out there.

I think the scene could really use more hands-on events! Talking is good and all, but I’d be down for rolling up my sleeves and tacking real/fake problems with people from different companies to swap tricks and share best practices. Something to think about for AQ

New Context Conference 2011 Fall
New Context Conference 2011 Fall

Speaking of AQ, our very own Chris Palmieri will be speaking at the next New Context Conference, which has been titled “Lean Startup Camp Tokyo”. It’s on November 3rd and he’s joining a panel with Joi Ito (MIT Media Lab), Brian Flanagan (HyperTiny), and CJ Kihlborn (Elab).

I’ll probably be conked out at home since I’m returning from Berlin that day, but please do say hi to the AQ team if you’re going to be there!